comscore Apple Safari 11 feature that disables third-party cookies upsets advertisers

Apple Safari 11 feature that disables third-party cookies upsets advertisers

Safari 11 uses Intelligent Tracking Prevention which disables use of cookies in the third-party context.

  • Published: September 22, 2017 3:37 PM IST

Apple is yet to officially roll out the next version of its Safari browser for Mac devices. However, ahead of the launch on September 25, digital advertisers are crying fowl over one feature of Safari 11 which aims to protect user privacy. Also Read - Apple iPhone 15 is rumored to support Wi-Fi 6E network

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Safari 11, the upcoming update, includes a feature that blocks all gates for third-party cookies to penetrate your browsing experience. While this might be useful for the users who are annoyed with constant popping of ads, advertisers are saying the move sabotages ‘the economic model of the internet’. Also Read - Apple HomePod (2nd Gen) launched in India at Rs 32,900

According to a report on Cult of Mac, six different digital ad and marketing trade associations have signed and sent an open letter to Apple opposing a pending Safari update which is aimed at protecting how users’ browsing data is used.

Web browsers we use today come with privacy settings which allow you to block certain elements, such as ads or auto playing of videos, among other things. While websites use first-party cookies to track browsers, some sites also share your data with brokers, ad companies, and analytics groups. Consider it as coming across the same product ad on Facebook for which you were scouting Amazon for. It is essentially the work of third parties which use your browsing data and auction it out to companies for targeted ads. DON’T MISS: iOS 11: It’s beyond just an upgrade, here’s your guide to get familiar with the new iPhone, iPad OS

The report said that the Electronic Frontier Foundation (EFF) discovered that some analytics companies and data brokers found ways to penetrate privacy settings on Safari which allowed blocking third-party cookies. However, with Safari 11, this one loophole has been taken care with the use of machine learning that keeps out third-party cookies, upsetting the advertisers. ALSO READ: iOS 11: Wi-Fi, Bluetooth toggles in Control Center don t actually work

The letter to Apple mentions that the move would hamper the customer-business interaction. “Apple s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love,” the letter reads. “Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful.”

Meanwhile, Apple has responded to the ad groups in defense of its movie to block ad trackers. The company said,”Ad tracking technology has become so pervasive that it is possible for ad tracking companies to recreate the majority of a person s web browsing history,” adding, “This information is collected without permission and is used for ad re-targeting, which is how ads follow people around the internet.” ALSO READ: iOS 11 now supports Screen Recording: Here s how to use this feature

  • Published Date: September 22, 2017 3:37 PM IST
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